It's been a whirlwind few months at ISW, with plenty of new projects coming in. One aspect they all share in common is authenticity.

Authenticity is hard to come by in this day and age. The paragon of "authentic" media in the face of "stodgy old fossils" is the VICE brand. VICE was founded in Montreal in 1994. VICE was and still is printing a free "edgy" and in your face magazine, satirising and promoting new trends, music and underground culture. By the end of the decade, they had local editions in the US, UK, Australia.

In the late 2000s, they moved into new media, producing documentaries on topics the "old media" found unprofitable. Now they have a weekly documentary series screened on premium cable channel HBO. They're also launching a half-hour daily news bulletin. It was transformed from a locally funded zine into a $915 million (US) digital media empire. Though they've reined in their brash and often controversial style, they've made a killing by staying true to their authentic roots - even if their success is underpinned by commercialism.

Businesses, like individuals, believe they can achieve greatness by "faking it" until they make it. For VICE, being who they are without apology launched them to unsurpassed heights while comparable media companies fell.